This Morning fans were left confused as a Joe Wicks lookalike revealed he charges £75 an hour for hugs.
Trevor Hooton - who calls himself Treasure - has a business where he offers people the chance to buy an hour of hugs off him. Treasure, originally from Montreal, Canada, offers cuddle therapy to those who want some platonic affection.
He opened up about his three month old business on the show today, as he explained how important it is to find out exactly what kind of hug a person wants so he can deliver what the person is paying for.
However, viewers tuning into the ITV mid-morning show mistook the professional cuddler for a very famous face, with multiple fans taking to Twitter to insist he looked exactly like fitness coach, Joe Wicks.
"So I ordered Joe wicks off wish .com #ThisMorning," one wrote, as a second added: "I know the fitness work has dried up but this is just ridiculous Joe Wicks @thebodycoach #ThisMorning."
A third shared: "The professional hugger looks sooooo much like Joe Wicks! #ThisMorning."
Treasure previously explained how it was "more than just hugging a stranger".
"I built a business based on my passions for building human connections. Many people struggle to make those and that's where I step in. It's more than just cuddling, it's giving people the things they need, whatever that might be," he said.
"With cuddle therapists, you're hiring their time, attention and care. It's more than just hugging a stranger. Some people do find it a little awkward at first, but that's totally normal, and they quickly feel comfortable."
However, he insists its always important to set boundaries and make sure the person feels "safe and calm".
He added: "It's always a non-sexual, platonic intimacy, based on whatever the person wants. We meet, go over guidelines to ensure we're on the same page, and then structure the session based on what they want and their boundaries.
"There is a lot of checking in to see how they feel and what they want - whatever helps them to feel safe and calm."
